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The Four Rs of Place Branding

Aitken, R. and Campelo, Adriana 2011. The Four Rs of Place Branding. Journal of Marketing Management 27 (9-10) , pp. 913-933. 10.1080/0267257X.2011.560718

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Abstract

The purpose of this paper is to discuss the concept of ownership in relation to place branding and to establish a basis upon which the representation of a place as a brand can be developed. We suggest that a bottom-up approach based on the paradigm of co-creation should be taken to developing a place brand and that brand ownership is determined by the extent to which the representation of the place reflects the experience of the community. Such an approach, we believe, is essential to achieve authenticity (brand essence), commitment from stakeholders, and brand sustainability. Grounded in ethnographic research, this paper presents a model that structures the features of community ownership from a bottom-up perspective and proposes four fundamental elements of place branding that encapsulate the experience of the place: rights, roles, relationships, and responsibilities.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
Uncontrolled Keywords: place branding, brand ownership, brand co-creation
Publisher: Routledge
ISSN: 0267-257X
Last Modified: 04 Jun 2017 04:24
URI: http://orca-mwe.cf.ac.uk/id/eprint/38475

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